{"id":1003,"date":"2015-10-27T16:40:19","date_gmt":"2015-10-27T16:40:19","guid":{"rendered":"https:\/\/yeeply.com\/fr\/blog\/?p=1003"},"modified":"2024-05-07T13:06:25","modified_gmt":"2024-05-07T11:06:25","slug":"strategie-marketing-mobile-4-methodes-pour-lameliorer","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/marketing\/strategie-marketing-mobile-4-methodes-pour-lameliorer\/","title":{"rendered":"Strat\u00e9gie marketing mobile : 4 m\u00e9thodes pour l&rsquo;am\u00e9liorer"},"content":{"rendered":"<p style=\"text-align: justify;\">Lorsqu\u2019on arrive pour la premi\u00e8re fois dans le monde de l\u2019analyse des donn\u00e9es, il est facile de tomber dans le pi\u00e8ge de confondre \u2018donn\u00e9es\u2019 et \u2018informations\u2019. Il y a, \u00e0 ce jour, beaucoup de discussions \u00e0 propos du \u2018Big Data\u2019 et plusieurs outils nous permettent aujourd\u2019hui de r\u00e9colter des donn\u00e9es concernant nos utilisateurs et l\u2019usage qu&rsquo;ils font de nos applications mobiles. Cependant, <strong>il est crucial d\u2019apprendre \u00e0 interpr\u00e9ter ces donn\u00e9es correctement <\/strong>pour pouvoir s\u2019en servir dans notre <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/quel-type-de-marketing-mobile-choisir\/\">strat\u00e9gie de marketing mobile.<\/a><\/p>\n<div class=\"bt-proyecto\"><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-BT-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\">BESOIN D'UN SOUTIEN MARKETING ? TROUVEZ VOTRE \u00c9QUIPE<\/a><\/div>\n<p style=\"text-align: justify;\">Mais comment faire ? Dans cet article vous trouverez l<strong>es 4 meilleures\u00a0<a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/strategie-marketing-mobile-5-etapes\/\">m\u00e9thodes du marketing mobile<\/a> pour analyser votre application<\/strong>. Nous avons d\u00e9fini ces m\u00e9thodes sur la base de notre exp\u00e9rience et nous les avons \u00e9prouv\u00e9es aupr\u00e8s de nombreux utilisateurs et entreprises.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\">Ceci pourrait \u00e9galement vous int\u00e9resser: <em><a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/marketing-mobile-guide-complet\/\">Le guide complet du marketing mobile [2020]<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<h2>1. Trouver les param\u00e8tres adapt\u00e9s aux aspects que vous voulez analyser<\/h2>\n<p style=\"text-align: justify;\">Dans un article pr\u00e9c\u00e9dent, nous avons parl\u00e9 de ces param\u00e8tres qui doivent \u00eatre analys\u00e9s dans toutes les applications mobiles. Cependant, chaque application \u00e0 sa propre utilit\u00e9 et, de ce fait, ses propres param\u00e8tres. <strong>Comment trouver quels sont les param\u00e8tres les plus adapt\u00e9s pour notre strat\u00e9gie de marketing mobile ?<\/strong><\/p>\n<p style=\"text-align: justify;\">Prenons un exemple : nous d\u00e9veloppons une application de photographie sp\u00e9cialis\u00e9e dans les \u00e9v\u00e9nements sportifs. Cette application fonctionne de la fa\u00e7on suivante :<\/p>\n<p style=\"text-align: justify;\">Lorsque nous allons\u00a0\u00e0 un match, nous avons la possibilit\u00e9 de prendre une photo \u00e0 travers l\u2019application, de l\u2019\u00e9diter et de la partager avec des amis. <strong>Appelons cette application LetsFreezeit.<\/strong><\/p>\n<figure id=\"attachment_1008\" aria-describedby=\"caption-attachment-1008\" style=\"width: 283px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-1008 size-full\" title=\"logo application\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2015\/10\/4-best-practices-2.png\" alt=\"logo application\" width=\"283\" height=\"282\" srcset=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2015\/10\/4-best-practices-2.png 283w, https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2015\/10\/4-best-practices-2-150x150.png 150w\" sizes=\"(max-width: 283px) 100vw, 283px\" \/><figcaption id=\"caption-attachment-1008\" class=\"wp-caption-text\">Exemple d&rsquo;\u00eecone LetsFreezeit<\/figcaption><\/figure>\n<p style=\"text-align: justify;\">Comment puis-je conna\u00eetre les param\u00e8tres les plus adapt\u00e9s \u00e0 LetsFreezeit ? Pour une bonne strat\u00e9gie de marketing mobile, il faut commencer par se poser les questions suivantes :<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Quel est l\u2019objectif de notre application ?<\/strong> Dans notre cas, LetsFreezeit a pour objectif de faciliter le partage de \u2018moments sportifs\u2019.<\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li><strong>Comment doivent se comporter les utilisateurs au sein de l\u2019application ?<\/strong> L\u2019un des aspects cl\u00e9s de LetsFreezeit repose sur sa simplicit\u00e9 d\u2019utilisation. Notre objectif principal est que l\u2019utilisateur puisse prendre une photo et la partager. Ces deux actions sont primordiales pour nous.<\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li><strong>Quel est notre objectif \u00e0 long terme?<\/strong> Cette application est gratuite pour le moment. Son but principal est de <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/quel-type-de-marketing-mobile-choisir\/\">rassembler des utilisateurs<\/a>, il faut donc la rendre \u2018virale\u2019. Si notre application contient des achats int\u00e9gr\u00e9s, notre but sera de convaincre les utilisateurs d\u2019acheter. Si notre but et d\u2019obtenir des utilisateurs qu\u2019ils s\u2019enregistrent, notre objectif \u00e0 long terme sera la souscription au service que nous offrons.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Nous d\u00e9finirons les param\u00e8tres les plus adapt\u00e9s pour optimiser l\u2019analyse de notre application mobile sur la base de ces questions. Dans le cas de LetsFreezeit, le temps ne sera pas un param\u00e8tre d\u00e9terminant car prendre une photo et la partager se fait relativement rapidement. D\u2019un autre c\u00f4t\u00e9, la r\u00e9currence sera un param\u00e8tre important \u00e0 prendre en compte pour notre strat\u00e9gie de marketing mobile.<\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/landing\/telechargez-ebook-applis\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/04\/FR-Te\u0301le\u0301charger-ebook-1-App.jpg\" alt=\"Ebook 1 App Descarga\" \/><\/a><\/p>\n<h2>2. Cr\u00e9er des \u00e9v\u00e9nements<\/h2>\n<p style=\"text-align: justify;\"><strong>Qu\u2019est-ce qu\u2019un \u00e9v\u00e9nement dans une application mobile ?<\/strong><\/p>\n<p style=\"text-align: justify;\">Dans le marketing mobile, les \u00e9v\u00e9nements rassemblent toutes les actions men\u00e9es par nos utilisateurs. <strong>Les \u00e9v\u00e9nements d\u2019une application dont les objectifs sont clairs seront faciles \u00e0 d\u00e9finir<\/strong>. Ces \u00e9v\u00e9nements nous aideront \u00e0 conna\u00eetre les chemins emprunt\u00e9s par nos utilisateurs au sein de l\u2019application. Ont-ils suivi le parcours que nous imaginions ? Pr\u00e9f\u00e8rent-ils \u00e9viter certains de ces \u00e9v\u00e9nements ?<\/p>\n<p style=\"text-align: justify;\"><strong>LetsFreezeit \u00e0 les 4 \u00e9v\u00e9nements suivants :<\/strong><\/p>\n<ul style=\"text-align: justify;\">\n<li>Choisir un match<\/li>\n<li>Prendre une photo<\/li>\n<li>Editer la photo<\/li>\n<li>Partager la photo<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\">3. D\u00e9finir les \u2018tunnels\u2019 de notre strat\u00e9gie de marketing mobile.<\/h2>\n<p style=\"text-align: justify;\">Les tunnels sont les chemins que nous souhaitons voir prendre nos utilisateurs au sein de l\u2019application mobile. En les suivant, <strong>l\u2019utilisateur atteindra l\u2019objectif que nous avons d\u00e9fini pour notre application.<\/strong> Ces tunnels sont d\u00e9finis par les \u00e9v\u00e9nements \u00e9tablis pr\u00e9c\u00e9demment.<\/p>\n<p style=\"text-align: justify;\">Le tunnel de LetsFreezeit serait :<\/p>\n<figure id=\"attachment_1011\" aria-describedby=\"caption-attachment-1011\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-1011 size-medium\" title=\"schema entonnoir application\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2015\/10\/mobile-marketing-strategy-3-300x287.png\" alt=\"schema entonnoir application\" width=\"300\" height=\"287\" srcset=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2015\/10\/mobile-marketing-strategy-3-300x287.png 300w, https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2015\/10\/mobile-marketing-strategy-3.jpg 448w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-1011\" class=\"wp-caption-text\">Fonctionnement tunnels LetsFreezeit<\/figcaption><\/figure>\n<p style=\"text-align: justify;\">Pour rendre l\u2019application virale, <strong>nous avons d\u00e9fini le \u2018partage\u2019 comme notre objectif \u00e0 long terme.<\/strong> C\u2019est un proc\u00e9d\u00e9 simple et balis\u00e9. Cependant, chaque application doit trouver son propre proc\u00e9d\u00e9.<\/p>\n<p style=\"text-align: justify;\">Surveiller ces tunnels peut aboutir \u00e0 la d\u00e9couverte de bugs. Par exemple, nous pourrions nous rendre compte d\u2019un bug en observant un blocage des utilisateurs au premier \u00e9v\u00e9nement. S&rsquo;ils ne partagent pas les photos, c\u2019est peut-\u00eatre \u00e0 cause d\u2019un dysfonctionnement ou d\u2019un processus trop compliqu\u00e9.<\/p>\n<h2 style=\"text-align: justify;\">4.\u00a0 Cibler les utilisateurs<\/h2>\n<p style=\"text-align: justify;\"><strong>Tous vos utilisateurs sont-ils identiques ?<\/strong><\/p>\n<p style=\"text-align: justify;\">Non. <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/le-content-marketing-mobile-pour-votre-application\/\">Les utilisateurs ont des profils diff\u00e9rents <\/a>et, au-del\u00e0 de cela, il y a de grandes chances qu\u2019ils utilisent des appareils et r\u00e9seaux diff\u00e9rents. Si nous ciblons correctement les utilisateurs, nous trouverons des tendances dans leur comportement et nous pourrons ainsi identifier le comportement de chaque groupe d\u2019utilisateurs au sein de l\u2019application.<\/p>\n<p style=\"text-align: justify;\">Le ciblage se fait en fonction de :<\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"list-style-type: none;\">\n<ul style=\"text-align: justify;\">\n<li>Localisation<\/li>\n<li>Appareil<\/li>\n<li>Effectuent-ils des achats ? (dans notre cas : Partagent-ils ?)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Nous pouvons aussi orienter l\u2019analyse de notre application et notre strat\u00e9gie de marketing mobile en fonction de l\u2019utilisation faite de notre application. Il est tr\u00e8s probable que les utilisateurs sont des utilisateurs exp\u00e9riment\u00e9s.<\/p>\n<p style=\"text-align: justify;\">Enfin, si nous demandons \u00e0 nos utilisateurs d&rsquo;utiliser notre application, <strong>nous pouvons effectuer notre ciblage en fonction des informations fournies par les utilisateurs eux-m\u00eame lors de leur inscription.<\/strong><\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/strategies-monetiser-application-mobile\/\">Le ciblage nous permet aussi d&rsquo;am\u00e9liorer leur engagement<\/a> : nous pouvons lancer des campagnes cibl\u00e9es uniquement sur les utilisateurs d&rsquo;un lieu donn\u00e9 ou sur ceux qui utilisent notre application d&rsquo;une fa\u00e7on sp\u00e9cifique.<\/p>\n<p style=\"text-align: justify;\">Nous esp\u00e9rons que cet article sur le marketing mobile vous a \u00e9t\u00e9 utile. <strong>N&rsquo;h\u00e9sitez pas \u00e0 partager et \u00e0 nous suivre sur les r\u00e9seaux sociaux.<\/strong> Et si vous avez des questions concernant l&rsquo;analyse des applications, <a href=\"mailto:info@yeeply.com\">envoyez-nous un Email<\/a>.<\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-BP-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/04\/FR-CTA-projet-marketing.png\" alt=\"Proyecto Marketing\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lorsqu\u2019on arrive pour la premi\u00e8re fois dans le monde de l\u2019analyse des donn\u00e9es, il est facile de tomber dans le pi\u00e8ge de confondre \u2018donn\u00e9es\u2019 et &#8230;<\/p>\n","protected":false},"author":2,"featured_media":9753,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[305],"tags":[],"class_list":["post-1003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strat\u00e9gie marketing mobile : 4 m\u00e9thodes pour l&#039;am\u00e9liorer<\/title>\n<meta name=\"description\" content=\"Nous vous donnons 4 m\u00e9thodes pour am\u00e9liorer l&#039;analyse de vos donn\u00e9es et obtenir de meilleur r\u00e9sultats sur votre strat\u00e9gie de marketing mobile.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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